Faculty of Economics and Business Administration Publications Database

Customizing Social Media Marketing

Schulze, Christian
Schöler, Lisa
ISSN-Print: 1532-9194
Link External Source: Online Version
Year: 2015

As the number of social media users continues to climb, many companies are looking beyond simply establishing a social presence — and are seeking to “get social media marketing right.” The prospect of free, yet effective viral marketing recommendations from consumer to consumer is very appealing — but often elusive.

Through an analysis of the success of 751 social media marketing campaigns involving Facebook apps, we investigated the social sharing mechanisms that encourage consumers to share information about a product with their friends. What we found is that there is no easy, one-size-fits-all solution for social media marketing. Instead, companies must tailor their social media marketing strategies to fit their products. In particular, useful products benefit from different social media marketing approaches than do fun products such as games.

On social media platforms such as Facebook, the design of the social sharing mechanism intended to encourage consumers to share viral messages is crucial. Consumers can learn about their friends’ interests in several ways: via publicly shared timeline messages, via direct private messages or from the “about” section of their friends’ personal profile pages.